Brands should utilise content to express their voice

Content creation gives brands a really great chance to express their own "voice"; relaying their messaging to their target audience.

That's according to writer and businesswoman, Jamillah Warner. Speaking to Smallbiztrends.com, she urged businesses not to miss out on this opportunity.

"You and your company have a voice... Content marketing - blogs, social media, articles, case studies, videos, infographics etc. - let's [sic] people hear your message," Warner said. "It gives them a chance to see who you are, what you have and how you do what you do."

What's more, utilising this content within a bulk email marketing campaign can give it even greater reach. However, the writer - who also has experience working in the marketing industry - explained that the outcome of any content distribution efforts must be measured in order to gauge their full impact.

"If you don't, then how do you know that it's working?," she said. "Did your website traffic increase as a result of a specific marketing action? how many new visitors became blog subscribers and regulars to your site? And how many... made a repeat purchase?"

Warner concluded on Funder.org by adding that measurement can also help a brand determine what type of content and which platform will work best for its individual messaging; learning the lesson from the most important people in the equation - the target audience.